Marketing luxury brands is significantly trickier than regularly purchased brands. In this regards, many luxury brands from Europe seem to be stepping up a new kind of luxury marketing activity – exhibitions in prominent museums. For example, “Inspiration Dior” exhibition at the Pushkin Museum, Moscow; “Culture Chanel” at the Museum of Contemporary Art Shanghai; and

When using luxury brands consumers make a subtle claim that they are special, different and at the very forefront of social trends. Therefore, creating a fit between the social trends and keeping up with them is one of the critical strategic issues for all luxury brands. However, with mass-market brands gradually upgrading their appearance, strategic

While luxury brands spend significant amount of budget on branding, there is no empirical evidence as to is the investment really paying off from consumers’ perspective. This articles explores the influence of luxury brand origin and brand image on consumer decision making for luxury brands.

When joining the ‘luxury society’ group, one of the interesting questions they asked was to provide your own definition of luxury. My response to that was “luxury is a state of mind. It is about how you carry yourself and fulfil yours as well as others desires”. My idea focused on the issue of luxury

Recently, I was re-reading the book ‘luxury brand management’ wherein the authors – Chevalier and Mazzalovo – suggest three criteria to classify a luxury item: (a) strong artistic content; (b) unique craftsmanship and (c) international reputation. While I agree that the artistic content and craftsmanship is what differentiates most luxury product and brands from non-luxury,

Analysts world over have been writing about luxury consumption among the Chinese consumers. Few have also discussed the issues of Chinese luxury brands aimed at global consumers including ‘Shanghai Tang’ and ‘LaVie’. However, there is little discussion on how slowly but steadily Chinese entrepreneurs are acquiring or taking over Western luxury brands. This post is

Thank you for visiting my website. I hope you are enjoying the content. Most of my research involves participants such as yourself who tell us about their buying behaviour. I would really appreciate if you can click the below link and participate in my latest study. It will not take more than 5 minutes of your time. The survey is completely anonymous and confidential. No personal identification information (such as email, name etc.) will be collected in this study.

Warning: Use of undefined constant essb_rs_mailform_code - assumed 'essb_rs_mailform_code' (this will throw an Error in a future version of PHP) in /home/blogging/public_html/wp-content/plugins/easy-social-share-buttons/lib/core/resource-snippets/essb_rs_code_mailform.php on line 56